Contagious Special Reports - Branded Utility [2008]

8/12/2019 Contagious Special Reports - Branded Utility [2008]

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SPECIAL REPORTS

BRANDED UTILITY

2008


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branded utility / index / p.01

INDEX /

BRANDED UTILITY

CONTAGIOUS

CHAPTERS /

02 /

INTRO

01 /

SUMMARY

03 /

OVERVIEW

04 /

WIDGETS

05 /

ALLIANCES

06 /

CONSUMERS

07 /

CLOUDS

08 /

FACT

09 /

FUTURE

10 /

REFERENCES

07 / pages 51-54

CLOUDS ON THE HORIZON /LESSONS FOR BRANDS

08 / page 55

FACT OR FANTASY

09 / pages 56-57

FUTURE VIEW

10 / pages 58-62

REFERENCES / LINKS / JARGON

01 / pages 02-03

EXECUTIVE SUMMARY

02 / pages 04-11

INTRODUCTION /REDEFINING MARKETING

03 / pages 12-31OVERVIEW /THE BRANDED UTILITY LANDSCAPE

04 / pages 32-38

WIDGETS, WIDGETS EVERYWHERE

05 / pages 39-44

BRAND ALLIANCES ANDPARTNERSHIPS

06 / pages 45-50

CONSUMER LANDSCAPE ANDCULTURAL TRENDS


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http://www.bugaboodaytrips.com/


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http://www.o2blueroom.co.uk/http://www.o2wirelessfestival.co.uk/home/http://www.aegworldwide.com/http://www.aegworldwide.com/


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branded utility / overview / the branded utility landscape / p.19

this year Noah Brier, head of planning and strategy at The Barbarian

Group, gave a presentation on brand versus utility, exploring whether

advertisers online should focus on setting expectations for a brand or

on function. He concluded that 'for the most part, brands still think of

their websites as an advertisement, as paid for media. But it is begin-ning to change. Brands are beginning to think of themselves as media

ownersNow, as more and more brands come to this conclusion they

are seeking to build properties that are more than just interstitial adver-

tisements, but instead are destination media properties. Most haven't

figured this out yet, but some smart ones, like J&J, have cracked the

code.' http://snipurl.com/39z92

Pampers /

The baby products sector has been ahead in the branded utility game

for some time, as it seeks to win over parents who are actively looking for

advice at the most important stage of their life. Pampers.com by P&G is

packed full of information and tips for mothers, including pregnancy cal-

endars, e-cards and baby book checklists. www.pampers.com

Bugaboo /

Pram manufacturer Bugaboo has created a smart website to help par-

ents plan fun days out in a variety of city destinations around the world.Developed by Amsterdam and LA-based ad agency72andSunny, the

site offers detailed, downloadable walking tours. Each city has its own

link featuring beautifully presented artwork by specifically commis-

sioned artists and designers. You can preview a daytrip by virtually

exploring points of interest along the way, read reviews by others

who've made the trip already, and download maps to show you the way.

The illustration that adorns the cover of this report is by 72andSunny's

founder/partner and design director Robert Nakata and is from themap of Brighton in the UK. 'Bugaboo products serve modern parents'

functional needs, while bugaboodaytrips.com supports their need to

explore - whether it be in their hometown or other cities around the world

- and provides parents and their children with activities and places they

can enjoy together,' says Nakata. www.bugaboodaytrips.com

Plum Vision /

Premium organic baby food brand Plum Baby has created a series ofweb-based short films designed for parents to watch with their babies.

CONTAGIOUS

CHAPTERS /

02 /

INTRO

01 /

SUMMARY

03 /

OVERVIEW

04 /

WIDGETS

05 /

ALLIANCES

06 /

CONSUMERS

07 /

CLOUDS

08 /

FACT

09 /

FUTURE

10 /

REFERENCES

Bugaboo Daytrips /

Plum Baby / Plum Vision /
http://www.plum-vision.co.uk/http://www.bugaboodaytrips.com/


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Contagious Special Reports - Branded Utility [2008]

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